Sri Lanka Tourism participated in the Destinations - Holiday & Travel Show, in association with The Times, The Sunday Times and Sunday Times Travel Magazine, in February 2016 at the Olympia Exhibition Centre in London. 

It is now in its 22nd year and has become one of the UK’s biggest and the longest-running consumer events during the booking window in the first quarter of every year.

This year, 310 companies exhibited, of which 73 were tourist boards. The majority of the exhibitors in the Indian Ocean section were promoting many countries including Sri Lanka.

With the presence of a large number of leading and independent tour operators and tourist boards from around the world, cultural entertainments, participation of well recognised travel celebrities, the Holiday & Travel Show has become an event with many choices and options for traveller in the UK.
Sri Lankan Tourism attendance this year at this show enabled Sri Lanka Tourism to reach over 40,000 potential visitors to Sri Lanka, giving a great opportunity to promote Sri Lanka as a safe tourism destination with a magnificent diversity.

The interest on Sri Lanka by the visitors to travel to the destination was very promising whilst the majority of them commented on the 2016 endorsements by the British media and the amazing articles published recently. The majority of tour operators who were promoting countries such as Tunisia, Egypt and Turkey are now aggressively promoting Sri Lanka as a main tourist destination for British travellers.